Food and service quality as drivers of customer satisfaction and behavioural intention at quick service restaurants in Tshwane Urban, South Africa

Abstract

The continued increase in food demand globally, has witnessed a corresponding growth in the fast-food restaurant business. The study of food and service quality as major drivers of customer satisfaction and behavioural intention has therefore become a strategic area of interest. This study explored how food and service quality affect customer satisfaction and behavioural intention in the context of quick-service restaurants in Tshwane City of South Africa. Guided by a positivist philosophy, the study employed a deductive approach to theory development. A cross-sectional descriptive research design was adopted and a structured survey instrument was used to collect data from 173 online participants. The results were analysed using IBM SPSS 26, and partial least squares structural equation modelling in Smart PLS 4 to test hypotheses. The findings showed that although food quality had a significant positive effect on behavioural intention, it was not a predictor of customer satisfaction. All the elements of service quality exhibited significant positive influence on satisfaction and behavioural intention. This study offers invaluable insights for managers to embrace customer-driven strategies such as offering high quality food and service because the success of culinary business revolves around achieving customer satisfaction, which is vital for creating positive behavioural intentions. Future studies can be done using relatively larger sample sizes for more generalisability in related studies or other service domains.

Keywords: {'name': 'Behavioural Intention'}, {'name': 'Customer Satisfaction'}, {'name': 'Food'}, {'name': 'Quick Service Restaurant'}, {'name': 'Service Quality'}

Authors & affiliations

Clay Hutama Basera
Tshwane University of Technology

Johan. W De Jager
Tshwane University of Technology

Antonie Drotsky
Tshwane University of Technology

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